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1169 | ANZMAC 2014 Proceedings
Does the Use of Facebook Lead to Purchases?
David S. Waller*, University of Technology Sydney, david.waller@uts.edu.au
Valeria Noguti, University of Technology Sydney, valeria.noguti@uts.edu.au
Sonika Singh, University of Technology Sydney, Sonika.Singh@uts.edu.au
Abstract
The ability of social media to attract large numbers of people around the world also
makes these websites a platform of interest for advertisers. While these sites were
hesitant at first to ‘sell out’ to massive amounts of advertising, advertising has produced
for them a major revenue stream. However, an issue is whether the use of social media
leads people to purchase. This paper will analyse the results of a survey of 169 Facebook
users to determine the predictors for a purchase based on information from Facebook.
The findings indicate that Facebook engagement, seeking friends, seeking information
and gender are the main predictors of purchase.
Keywords: Facebook, Advertising, Purchase Predictors
Track: Digital Marketing and Social Media
1.0 Introduction
Social media has had a significant influence on communication, information gathering
and purchase behaviour. Importantly, these websites do not just allow users to retrieve
information but encourage interactive information sharing and user-generated content
(Mangold & Faulds 2009; Kaplan & Haenlein 2010). These include networking sites such as
Facebook, Twitter, Reddit, and LinkedIn, plus photo and video sharing sites including
YouTube, Tumblr, Instagram, Flickr and Pinterest. They have been gaining extraordinary
popularity around the world, and, based on over 400 million active users, if Facebook was a
country it would be ranked 3rd
in the world, behind China and India (Facebook 2013).
Many companies have capitalised on social media to build communities based around
their products and to generate positive associations with their brand (Culnan, McHugh &
Zubillaga 2010). For example, Laroche, Habibi & Richard (2013) found that building “brand
communities” on social media has positive effects on a number of relationships including
customer/product, customer/brand, and customer/company, which has positive effects on
brand trust. However, despite the large audience and its positive effects, social media sites
have been cautious to host advertising spots (Urstadt 2008). A concern of the social
networking sites is that advertising will overly commercialise their site which will ‘turn off’
their members (Bagwell 2007). Many people are irritated by advertising and have developed a
dislike so that they will actively avoid advertising (Baek & Morimoto 2012; Kelly, Kerr, &
Drennan 2010; Lukka & James 2014). Also while social media sites allow advertising
messages, they have little control over the content of links to which their members are being
sent. In the past not all people have had positive experiences with online links and the internet
in general, with many cases of deception, invasion of privacy, and fraud (Roberts 2010).
Online security is an important issue that is a constant concern for internet users, which can
affect people’s trust in websites and their sponsored links by advertisers (Miyazaki &
Fernandez 2001; Yaakop, Anuar & Omar 2013). Yet despite concerns about e-purchasing,
online commerce is a multi-billion dollar business, and advertising is growing online
(McGowan 2013; Edwards 2014).
1170 | ANZMAC 2014 Proceedings
With the increasing amount of advertising expenditure in social media sites, the
research objective of this paper will be to determine what are the potential factors, including
advertising, that lead social media users to make purchases. To answer this, the paper will
report the results of a survey of 169 Facebook users. This paper will contribute to the
literature by identifying various factors that characterise those users who are most likely to
make purchases based on information from Facebook. Furthermore, as there is growing
interest in Facebook advertising internationally, we expand the research to Australia and
present the results from a business perspective.
2.0 Background
2.1 Facebook Advertising
While Facebook is a social networking site, advertising has become an increasing part
of the Facebook experience (Chi 2011; Curran, Graham & Temple 2011; Lukka & James
2014). Facebook advertising can come in the form of Facebook offers, promoted posts,
sponsored stories, page post ads, Facebook object (Like) ads, and external website (standard)
ads (Goyal 2013, 222). The cost for a Facebook advertisement varies depending on your
budget and whether you would like to pay a cost per thousand impressions or cost per click.
As for who sees your advertisement, there is flexibility whereby you can choose “the location,
gender, age, likes and interests, relationship status, workplace and education of your target
audience” (www.facebook.com/advertising). The slogan is: Advertise on Facebook. Over 1
billion people. We’ll help you reach the right ones. In Australia many SMEs are using
Facebook for promotion due to its comparatively low advertising costs and worldwide reach
(Jones 2014). Globally Facebook earns approximately $7 billion in advertising revenue and
has over a million advertisers in total and growing (Edwards 2014; Luckerson 2014).
However, there is concern that some research has indicated that social media does not
influence people’s purchasing decisions (Luckerson 2014) and has low click-through rates
(Bannister, Kiefer & Nellums 2013; Carmichael & Cleave 2012). This study will focus on the
purchase of a good or service based on information from Facebook, and determines if the use
of Facebook, including Facebook advertising, influences purchase.
2.2 Theoretical Predictors of Purchases from Information Obtained on Facebook
This study draws on “general attitude theory” and the expanded version of the “theory
of reasoned action” (Ajzen and Fishbein 1973; Fishbein and Ajzen 1975, 1980). These
theories suggest that attitudes help people understand their social world, define their
perceptions about particular things, and how they behave towards them. This view of attitudes
emphasises the relationship between beliefs, attitudes, intention, and behavior, which also
form the basis of “persuasive hierarchy models” that is often used to study and understand
advertising effects in literature on attitudes to advertising (Vakratsas and Ambler, 1999;
Massey et al. 2013). Given that most advertising is geared towards generating purchases, the
theoretical link between attitudes and behaviour would lead to the prediction that attitudes
towards advertising on Facebook positively relate to purchases. As trust is a key determinant
of attitudes (Wrightsman 1991), we also predict that trust towards Facebook advertising
positively relate to purchases. The literature on motivations about Facebook use also provides
potential factors that may be predictive of Facebook purchases. This body of literature is
largely based on the uses and gratifications theory (Katz, Blumler & Gurevich 1974), which
proposes that people are goal-oriented in their selection of media in order to satisfy their
needs. That is, different uses or goals may address different needs. Within a social media
1171 | ANZMAC 2014 Proceedings
context, a number of factors have been identified as motives for using Facebook such as
seeking friends, seeking convenience, seeking social support, seeking information, and
seeking entertainment (Kim, Sohn & Choi 2011; Lampe, Ellison & Steinfield 2008). Given
that seeking information is a fundamental step in the consumer buying process (Howard &
Sheth 1969) and that both advertising and friend’s posts provide information about products
and services, we predict that this factor – seeking information – positively relates to
purchases. An additional factor that may predict purchase in our context is the degree to
which people engage with advertising, products or brands on Facebook. Media engagement
strong relates with purchase intent (Kilger & Romer 2007) so we expect Facebook users who
like/share ads, or information about products or brands to be more likely to make purchases
from Facebook information. Finally, as covariates we measure shopping enjoyment, tendency
to shop online, and demographics.
3.0 Methodology
The data was collected from a convenience sample of undergraduate business students
of a major metropolitan university in Australia. Students were briefed about the purposes of
the research and requested to complete a self- administered online questionnaire. An incentive
to complete the questionnaire was a chance to win $50 voucher for a department store. The
questionnaire consists of items relating to personal attitudes towards Facebook, Facebook
advertising, trust, shopping and demographic items. The scales were based on those from
previous studies, including Kim, Sohn & Choi (2011), Lampe, Ellison & Steinfield (2008),
Pollay & Mittal (1993), and Weiss (2012). A single item measure was used for the dependent
variable for whether they had ever purchased a product or service based on information
obtained from Facebook. A pre-test was undertaken after which some questions were revised
and then it was made available online. The qualifying question was whether they have a
Facebook profile. A total of 169 questionnaires were received, with 37% male respondents
and 63% females, and the average age being 19.97 years old. Females on average spent more
time on Facebook 2.22 hours per day compared to 2.01 hours for males. The number of
Facebook friends ranged from 15 to 1,273. According to the respondents, 41.9% indicated
that they had purchased a good or service based on information obtained from Facebook, with
males making more purchases (24.19%) than females (17.71%). The main purchases were for
services like travel and entertainment tickets.
3.1 Model
Dependent Variable: Facebook purchase was based on a single item “Have you ever
purchased a product (examples: shoes, drink) or a service (examples: visit to a restaurant,
tickets to concert) based on information obtained from Facebook?” This is coded as a dummy
variable that takes a value of 1 if consumer has made a purchase and 0 otherwise.
Explanatory Variables: Several scales were chosen as variables for this model. A
detailed list of the variables is available from the authors, but a summarised list reveals that
they were: Behaviour (Facebook engagement), Motivations for using Facebook (Seeking
friends; Convenience; Social support; Seeking information; Seeking entertainment;
Researching people - based on Kim, Sohn & Choi (2011), Lampe, Ellison & Steinfield
(2008)), Attitudes (Attitudes to Facebook Advertising – based on Pollay & Mittal (1993)),
and Trust in Facebook advertising – based on Weiss (2012)), Shopping (Shopping
Enjoyment; Tendency to shop Online), and Demographics (Gender, Age, and Household
Size).
1172 | ANZMAC 2014 Proceedings
4.0 Results
As shown in Table 1, the overall Multinomial logistic regression model found that
attitudes to Facebook advertising and trust in Facebook advertising did not have an impact
leading to purchase. The variables that did have an impact are Facebook engagement, seeking
friends, seeking information and gender as the main predictors of purchase. The odds ratio
estimates indicate that an increase in Facebook engagement increases the odds of purchase by
as much as 2.72 times than the odds of no purchase. Similarly, the odds of purchase based on
information obtained from Facebook increase by 1.1 times for consumers actively seeking
information on Facebook. In relation to gender, we find that for a male the odds of purchase
are 3 times higher than odds for a female purchasing based on information from Facebook.
However, the odds of purchase reduce for consumers that use Facebook to seek friends.
Basically, respondents who are engaged on Facebook, are interested in using Facebook for
seeking information, and males are more likely to make a purchase. Interestingly, attitudes to
Facebook advertising and shopping were not significant predictors leading to make purchases
based on information gathered from Facebook. The findings of this study highlight that
Facebook is not only a medium of social interaction; it can also be a useful medium of
information that has the potential to influence purchases. These results bear important
implications for managers to provide relevant content or useful information in Facebook
advertising and owned media vehicles (including website, Facebook page, twitter account,
etc). First, the study highlights that users that are highly engaged on Facebook are more likely
to be potential buyers and it is crucial for firms to understand the motivations that drive
consumers to use Facebook. Second, firms can target their products to these engaged users by
a deeper understanding of their usage habits and advertising products of their interest. Firms
can also increase their conversion rates by gender based targeting on Facebook since men are
more likely to make purchases based on information obtained from Facebook.
5.0 Conclusion
In this study we examine the determinants of purchase based on information obtained
from Facebook. We analysed the results of a survey of 169 Facebook users. According to our
theoretical predictions, Facebook engagement was a significant predictor of purchase, as was
seeking information. Contrary to our predictions, attitudes toward Facebook advertising and
trust on Facebook advertising did not relate to purchases. Although we did not have a
prediction for the factor ‘seeking friends’, it appears that that people who use Facebook to
seek friends are less likely to make a purchase based on information obtained from Facebook.
For the covariates, only gender was a predictor of purchase, with males more likely to
purchase based on information obtained from Facebook as compared to females. A limitation
of this study is that, although all of the respondents were Facebook users, they were also
undergraduate business students. Further research is recommended to broaden the sample of
social media users to the wider general public. Also, the analysis was undertaken using a
limited number of potential factors as predictors, which can be expanded in a larger study. It
is hoped that by obtaining a better understanding of the predictors that lead to a purchase
based on information obtained from social media, businesses can provide more relevant
information to their potential customers.
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Bagwell, K. (2007). The Economic Analysis of Advertising, in: M. Armstrong and R. Porter
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TABLE 1: Facebook Purchase Model
DEPENDENT
VARIABLE:
Facebook Purchase
= 1 if consumer has made a purchase
based on information obtained from
Facebook, and 0 otherwise
Odds
Ratio Coef. Std. Err. t P>|t|
[95%
Conf. Interval]
BEHAVIOUR
Facebook engagement
2.73 1.00 0.50 2.00 0.05 0.02 1.98
MOTIVATIONS FOR
Fb
Seeking friends
0.91 -0.09 0.05 -1.73 0.08 -0.19 0.01
Convenience 1.10 0.09 0.07 1.32 0.19 -0.04 0.23
Social support 0.95 -0.05 0.04 -1.11 0.27 -0.14 0.04
Seeking information 1.07 0.07 0.04 1.87 0.06 0.00 0.14
Seeking entertainment 0.98 -0.02 0.06 -0.28 0.78 -0.13 0.10
Researching people 1.03 0.03 0.05 0.68 0.50 -0.06 0.13
ATTTUDES TO Fb
0.06 0.05 1.10 0.27 -0.04 0.16
1175 | ANZMAC 2014 Proceedings
Attitudes to Fb
Advertising
1.06
Trust in Fb Advertising 0.98 -0.02 0.05 -0.39 0.69 -0.12 0.08
ATTITUDES TO
SHOP
Shopping Enjoyment 1.16 0.14 0.21 0.68 0.50 -0.27 0.56
Tendency to shop Online 1.17 0.16 0.14 1.13 0.26 -0.12 0.44
DEMOGRAPHICS
Gender 2.96 1.08 0.53 2.03 0.04 0.04 2.12
Age 0.98 -0.02 0.09 -0.20 0.84 -0.19 0.15
Household Size 1.07 0.06 0.15 0.42 0.67 -0.23 0.36
Intercept 0.00 -6.50 2.70 -2.41 0.02 -11.78 -1.22
Multinomial logistic regression – Model Fit
Number of obs = 157
LR chi2(14) = 22.35
Prob > chi2 = 0.0717
Log likelihood = -68.213373
Pseudo R2 = 0.1408
1
INFORMATION ON COMPETITIVE PAPERS
Key Dates for Competitive Papers
Submissions close: 30th June, 2014
Authors notified of outcome: 31st August, 2014
It is a condition of acceptance of the paper that at least one of the authors must attend
the conference and present the paper. However to provide maximum numbers of
marketing educators the opportunity to participate, no author may present more than
two papers at the conference. Competitive papers must be submitted for review in only
one (1) track. Authors should identify the most suitable track. If multiple entries of the
same paper are sent to more than one track the Proceedings Chair will nominate the
track in which the paper will be reviewed. We reserve the right to shift your paper to a
different track if we deem it more appropriate.
ANZMAC 2014 Conference Tracks
No. Track Track Chairs
1 Marketing Communications AProf. Nigel Pope, Griffith University and
Dr. Kerri-Ann Kuhn, Queensland University of Technology
2 Brands and Brand Management Dr. Daragh O’Reilly, Sheffield University, UK and
Prof. Anne-Marie Hede, Victoria University
3 Consumer Behavior Prof. Elizabeth Parsons, The University of Liverpool, UK and
Dr. Benedetta Cappellini, Royal Holloway, University of London
4 Social Marketing Dr. Marie-Louise Fry, Griffith University and
Prof. Linda Brennan, RMIT, Vietnam
5 Marketing Education Dr. Angela Dobele, RMIT and
Prof. Don Bacon, Daniels College of Business, USA
6 Market Research Prof. Clive Boddy, Middlesex University and
Dr. Joy Parkinson, Griffith University
7 Retailing and Sales Dr. Paul Ballantine, University of Canterbury, NZ and
Prof. Andrew Parsons, Auckland University of Technology, NZ
8 International Marketing Dr. Sussie Morrish, University of Canterbury, NZ and
Prof. Andrew McAuley, Southern Cross University
9 Services Marketing Dr. Cheryl Leo, Murdoch University and
Prof. Jill Sweeney, University of Western Australia
10 Distribution Dr. Owen Wright, Griffith University and
Dr. Anna Watson, University of Hertfordshire, UK
11 Digital Marketing and Social Media Robin Croft, University of Bedfordshire, UK and
Dr. Dirk vom Lehn, King’s College London
12 Industrial Marketing Dr. Sharon Purchase and
Greg Brush, University of Western Australia
13 Sustainable Marketing AProf. Angela Paladino, The University of Melbourne and
Dr. Jill Lei, The University of Melbourne
14 Consumer Culture Theory Dr. Jan Brace-Govan, Monash University and
Dr. Lauren Gurrieri, Swinburne University of Technology
15 Food Marketing AProf. Meredith Lawley, University of Sunshine Coast and
Dr. Dawn Birch, Bournemouth University
2
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All competitive papers must be submitted following the guidelines for a full paper.
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3
final version of the paper or abstract submitted and on the first page of the power point
presentation delivered.
anzmac.org/conference
Agents of change1–3 December 2014 | Brisbane, Australia
Proceedings
ANZMAC Annual Conference
2014
Published by:
ANZMAC
c/o Social Marketing @ Griffith
Griffith Business School
Griffith University
170 Kessels Road, Nathan
Brisbane, QLD 4111
Telephone: +61 (07) 373 56446
Facsimile: +61 (07) 373 57126
Email: s.rundle-thiele@griffith.edu.au
2014 ANZMAC Conference
Editors: Sharyn Rundle-Thiele, Krzysztof Kubacki and Denni Arli
© 1 - 3 December 2014
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system
or transmitted in any form or by any means, electronic or mechanical, photocopying,
recording or otherwise without the prior permission of the copyright owner. Copyright rests
with the authors.
ISBN: 1447-3275
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1 | ANZMAC 2014 Proceedings
Table of contents Welcome from the Conference Co-Chairs 3
Track Chairs 6
Keynote Speaker 9
ANZMAC 2014 Conference Program Outline 10
Doctoral Colloquium Program 13
ANZMAC 2014 Proceedings 22
Marketing Communications – Full Papers 22
Marketing Communications – Abstracts 60
Brands and Brand Management – Full Papers 74
Brands and Brand Management – Abstracts 182
Consumer Behaviour – Full Papers 195
Consumer Behaviour – Abstracts 476
Social Marketing – Full Papers 505
Social Marketing - Abstracts 625
Marketing Education – Full Papers 652
Marketing Education - Abstracts 732
Market Research – Full Papers 734
Market Research - Abstracts 801
Retailing and Sales – Full Papers 807
Retailing and Sales- Abstracts 850
International Marketing – Full Papers 855
International Marketing - Abstracts 901
Service Marketing – Full Papers 909
Service Marketing - Abstracts 1028
2 | ANZMAC 2014 Proceedings
Distribution – Full Papers 1061
Distribution - Abstracts 1083
Digital Marketing and Social Media – Full Papers 1088
Digital Marketing and Social Media - Abstracts 1215
Industrial Marketing – Full Papers 1228
Industrial Marketing - Abstracts 1311
Sustainable Marketing – Full Papers 1319
Sustainable Marketing - Abstracts 1351
Consumer Culture Theory – Full Papers 1357
Consumer Culture Theory - Abstracts 1380
Food Marketing – Full Papers 1392
Food Marketing - Abstracts 1464
Poster Submissions
1471
3 | ANZMAC 2014 Proceedings
Welcome from the Conference Chair Welcome to the ANZMAC 2014 Conference!
On behalf of Griffith University, our colleagues within Social Marketing @ Griffith, Griffith University’s Department of Marketing, and the local organising team, we are delighted that you are able to participate in ANZMAC 2014.
This year’s conference attracted nearly 500 submissions from 36 countries. More than 200 submissions came from overseas, from countries as remote as Portugal, Norway and Brazil showcasing the truly international field attracted to ANZMAC. Three hundred and eighty-two papers were accepted for presentation, giving an acceptance rate of 79%. In addition 22 posters and 7 special session proposals were submitted to ANZMAC 2014, providing further insight into some of the emerging issues in marketing. We were very impressed with the standard and diversity of the submissions, which should make for a high-quality and memorable event. We are confident that regular ANZMAC attendees will enjoy this year’s conference location, and would like to extend a special welcome to our international colleagues travelling
from afar and those attending an ANZMAC Conference for the first time.
The theme for ANZMAC 2014 is Agents of Change. ANZMAC 2014 showcases how marketing has been used effectively as an agent of change in both social and commercial settings. Marketers have long been recognised for their ability to stimulate demand, assisting corporations to sell products, services and ideas in ever-increasing quantities and/or with improved efficiencies. Informed by the marketing discipline, social marketing is developing an increasing evidence base demonstrating its effectiveness in changing behaviours for social good. Increasingly, governments and non-profit agencies across the globe are recognising marketing’s potential as an agent of change.
4 | ANZMAC 2014 Proceedings
The first day of the conference will begin at the site of the G20 Summit, namely the Brisbane Convention and Exhibition Centre. Professor Gerard Hastings, OBE will open the conference with a thought provoking presentation on the need for marketers to empower people to demand the changes needed to reduce damage to themselves and their planet. Gerard is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing and Centre for Tobacco Control Research, at Stirling and the Open University. Gerard researches the applicability of marketing principles like consumer orientation, branding and strategic planning to the solution of health and social problems. Gerard also conducts critical marketing research into the impact of potentially damaging marketing, such as alcohol, tobacco and fast food promotion.
Our Monday evening involves a welcome reception that will be hosted by the Shore Restaurant and Bar at the centre of Brisbane’s premier culture and entertainment precinct – South Bank. We would like to encourage you to explore the area throughout your stay in Brisbane, try one of South Bank’s restaurants or enjoy an early morning swim in Australia’s only inner-city, man-made beach. For the Wednesday evening gala we will return to the Brisbane Convention and Exhibition Centre to enjoy a dinner, drinks and live music.
We would like to thank the many individuals who willingly donated their time and effort to assist in organising the ANZMAC 2014 Conference in Brisbane. Firstly, our thanks go to all submitting authors who chose our annual conference as the way to share their research and ideas with the ANZMAC community and the wider community of marketing scholars. Without their continuous support we would never be able to stage such a successful conference. Secondly, we would like to acknowledge thirty Track Chairs who encouraged the submission of many papers and helped with the review process. In particular, we would like to acknowledge the many reviewers who gave up a considerable amount of time to review the papers submitted to the conference. Their time and expertise were critical in developing the conference program. Thirdly, we also would like to thank our local organising team, and in particular Victoria Aldred from the ANZMAC Office and two ANZMAC 2014 Conference Administrative Assistants - Bo Pang and Francisco Crespo Casado - for their assistance with many administrative tasks at various stages during the
5 | ANZMAC 2014 Proceedings
conference organising process. They have been working tirelessly ten days a week. Last but not least, all our sponsors deserve a special thank you for providing additional support to make ANZMAC 2014 possible. The ANZMAC 2014 Conference would have not been possible without their generous support.
We hope you will enjoy a stimulating and rewarding conference and experience all the benefits of Brisbane’s early summer.
Professor Sharyn Rundle-Thiele, Dr Krzysztof Kubacki and Dr Denni Arli Conference Co-Chairs
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Track Chairs
Marketing
Communications Dr Lisa Schuster,
Griffith University
Dr Kerri-Ann Kuhn,
QUT
Brands and
Brand
Management Dr Daragh O’Reilly,
Sheffield University
Professor Anne-Marie Hede,
Victoria University
Consumer
Behaviour
Professor Elizabeth Parsons, The University of Liverpool
Dr Benedetta Cappellini,
Royal Holloway, University of London
Social
Marketing Dr Marie-Louise Fry,
Griffith University
Professor Linda Brennan,
RMIT
Marketing
Education Dr Angela Dobele,
RMIT
Professor Don Bacon,
Daniels College of Business
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Market
Research
Professor Clive Boddy, Middlesex University
Dr Joy Parkinson,
Griffith University
Retailing and
Sales Dr Paul Ballantine,
University of Canterbury
Professor Andrew Parsons,
Auckland University of Technology
International
Marketing Dr Sussie Morrish,
University of Canterbury
Professor Andrew McAuley, Southern Cross University
Services
Marketing Dr Cheryl Leo,
Murdoch University
Professor Jill Sweeney,
University of Western Australia
Distribution
Dr Owen Wright,
Griffith University
Dr Anna Watson,
University of Hertfordshire
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Digital
Marketing and
Social Media Robin Croft,
University of Bedfordshire
Dr Dirk vom Lehn,
King’s College London
Industrial
Marketing Greg Brush,
University of Western Australia
Dr Sharon Purchase,
University of Western Australia
Sustainable
Marketing Associate Professor Angela
Paladino,
The University of Melbourne
Dr Jill Lei,
The University of Melbourne
Consumer
Culture Theory Dr Jan Brace-Govan,
Monash University
Dr Lauren Gurrieri,
Swinburne University of Technology
Food Marketing Associate Professor Meredith
Lawley,
University of Sunshine Coast
Dr Dawn Birch,
Bournemouth University
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Keynote Speaker
Moving Beyond Behaviour Change: a 21st Century Agenda for Social Marketing Professor Gerard Hastings, University of Stirling,
United Kingdom Gerard Hastings is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing (www.ism.stir.ac.uk) and Centre for Tobacco Control Research (www.ctcr.stir.ac.uk) at Stirling and the Open University. He researches the applicability of marketing principles like consumer orientation, branding and strategic
planning to the solution of health and social problems. He also conducts critical marketing research into the impact of potentially damaging marketing, such as alcohol, tobacco and fast food promotion.
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ANZMAC 2014 Conference Program Outline MONDAY 1 DECEMBER 2014
Welcome and keynote address | Brisbane Convention and Exhibition Centre
7.30–8.45 am Conference Registration Boulevard Auditorium
9.00–9.15 am Formal welcome
9.15–10.00 am Keynote speaker Professor Gerard Hastings
Concurrent sessions | Griffith University South Bank campus
10.00–11.00 am Morning tea S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
11.00 am–12.30 pm
Session 1
12.30–1.30 pm Lunch S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
1.30–3.00 pm Session 2
3.00–3.30 pm Afternoon tea S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
3.30–5.00 pm Session 3
5.00–6.00 pm Session 4—Poster session
ANZMAC AGM S05, 2.04
6.00–8.00 pm Welcome cocktail function The Shore Restaurant and Bar, Arbour View Cafes
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TUESDAY 2 DECEMBER 2014
Concurrent sessions | Griffith University South Bank campus
7.30–9.00 am ANZMAC Executive Breakfast S02, 7.16
9.00–10.30 am Session 5
10.30–11.00 am Morning tea S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
11.00 am–12.30 pm
Session 6
12.03–1.30 pm Lunch S02, 7.07 / S06, 2.02 / Undercroft (between S02
and S05)—near Security
AMJ Lunch S07, 2.16 / 2.18
1.30–3.00 pm Session 7
3.00–3.30 pm Afternoon tea S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
3.30–5.00 pm Session 8
5.00 pm Free evening
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WEDNESDAY 3 DECEMBER 2014
Concurrent sessions | Griffith University South Bank campus
9.00–10.30 am Session 9
10.30–11.00 am Morning tea S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
11.00 am–12.30 pm
Session 10
12.30–1.30 pm Lunch S02, 7.07 / S06, 2.02 / Undercroft (between S02
and S05)—near Security
Institutional Members / Heads of School Lunch S07, 2.16 / 2.18
1.30–3.00 pm Session 11
3.00–3.30 pm Afternoon tea S02, 7.07 / S06, 2.02 / Undercroft (between S02 and S05)—near Security
3.30–5.00 pm Session 12
7.00–11.45 pm Gala dinner Brisbane Convention and Exhibition Centre
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Doctoral Colloquium Program Outline SATURDAY 29 NOVEMBER 2014 Graduate Centre (S07)
8.00–9.00 am Registration and Greetings Foyer
9.00–9.15 am Welcome from the DC Co-chairs Dr Denni Arli and Associate Professor Helene Cherrier
Room 2.16–2.18
9.15–10.15 am An Opening Workshop— Advancing Your Early
Academic Career Associate Professor Ekant Veer (University of Canterbury)
Room 2.16–2.18
10.15–11.15 am Workshop 2— Life as an Academic, A Creative, Sustained
and Fun Adventure Professor Russell Belk (York University)
Room 2.16–2.18
11.15–11.45 am Coffee break Graduate Centre (S07)
11.45 am–1.15 pm PhD Presentations (see Student presentation schedule)
Room 2.16–2.19, 3.01, 3.03, 3.07
1.15–2.15 pm Lunch Graduate Centre (S07)
2.15–3.45 pm PhD Presentations (see Student presentation schedule)
Room 2.16–2.19, 3.01, 3.03, 3.07
3.45–4.15 pm Coffee break Graduate Centre (S07)
4.15–5.15 pm Workshop 3 Professor Rebekah Russell-Bennett (QUT) and Professor Sharyn Rundle-Thiele (Griffith) Research: Dark Art or White Magic?
Room 2.16–2.18
5.15–5.30 pm Wrap Up Professor Sharyn Rundle-Thiele (President of ANZMAC)
Room 2.16–2.18
5.45–7.30 pm Doctoral Colloquium Dinner
The Shore Restaurant and Bar, Arbour View Cafes
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SUNDAY 30 NOVEMBER 2014 Graduate Centre (S07)
8.30–9.00 am Continental Breakfast Graduate Centre (S07)
9.00–10.00 am Workshop 4— Finding Life, Leisure, and Pleasure in the
PhD Treadmill Associate Professor Zeynep Arsel (Concordia University)
Room 2.16–2.18
10.00–11.00 am Workshop 5— How to Publish from Your PhD and Create
a Research Pipeline Professor Jill Sweeney (University of Western Australia) and Associate Professor Tracey Danaher (Monash University)
Room 2.16–2.18
11.00–11.30 am Coffee Break Graduate Centre (S07)
11.30 am–1.00 pm PhD Presentations (see Student presentation schedule)
Room 2.16–2.19, 3.01, 3.03, 3.07
1.00–2.00 pm Lunch Graduate Centre (S07)
2.00–2.45 pm PhD Presentations (see Student presentation schedule)
Room 2.16–2.19, 3.01, 3.03, 3.07
2.45–3.15 pm Coffee Break Graduate Centre (S07)
3.15–4.30 pm Workshop 6—Moving Forward, Q&A Dr Zeynep Arsel (Concordia University) and Professor Geoff Soutar (UWA)
Room 2.16–2.18
4.30–4.45 pm Closing Dr Denni Arli and Associate Professor Helen Cherrier
S07, Room 2.16–2.18
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Doctoral Colloquium Program SATURDAY 29 NOVEMBER 2014 Graduate Centre
(S07)
8.00–9.00 am
Registration and greetings Foyer
9.00–9.15 am
Welcome from the DC Co-chairs Dr Denni Arli and Associate Professor Helene Cherrier
9.15–10.15 am
Opening Workshop—Advancing Your Early Academic Career Associate Professor Ekant Veer (University of Canterbury)
Room 2.16–2.18
10.15–11.15 am
Workshop 2—Life as an Academic, A Creative, Sustained and Fun Adventure Professor Russel Belk (York University)
Room 2.16–2.18
11.15–11.45 am
Coffee break
11.45 am–1.15 pm
PhD Presentation
Room 2.16–2.18
Room 2.17 Room 2.19 Room 3.01 Room 3.03 Room 3.07
11.45 am–12.30 pm
When are two
brands better
than one?
Investigating
the impact of
advertising
dual-brands on
correct
branding
Trust me, I’m a
(tele)doctor:
Service
provider’s
experiences of
healthcare
service
virtualisation
Branded
content—
Kindling the
brand
romance
The role of
emotions
toward luxury
brands in the
consumers’
responses to
brand
extensions
Advertising
appeals and
effectiveness in
social media
banner
advertising. A
cross-cultural
study of India,
Finland,
Sweden and
Vietnam.
New perspectives
on
democratisation
in the luxury
market: The
engagement of
consumers in
marketplace
meanings
Presenter: Cathy Nguyen (UniSA) Reviewer: Professor Mark Uncles Professor Russell Belk
Presenter: Teegan Green (UQ) Reviewer: Associate Professor Ekant Veer Associate Professor Karen Fernandez
Presenter: Krahmalov, Jacki (UWS) Reviewer: Associate Professor Zeynep Arsel Associate Professor Helene Cherrier
Presenter: Naser Pourazed (Flinders) Reviewer: Professor Jill Sweeney (UWA) Professor Urlike Gretzel (UQ)
Presenter: Nguyen Han (Vaasa) Reviewer: Dr Owen Wilson (Griffih) Dr Dewi Tojib (Monash)
Presenter: Jamal Abarashi (Otago) Reviewer: Professor Geoff Soutar (UWA) Associate Professor Liliana Bove (UniMelb)
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SATURDAY 29 NOVEMBER 2014 Graduate Centre
(S07)
12.30–1.15 pm
Strategically
managing the
stories of
brands:
conceptualising,
managing and
measuring the
‘brand story’
concept
Exploring
consumer
behaviour in the
context of life-
threatening
illness
Conceptual
paper:
everyday
utopianism
and brand
connection
The role of
consumption
externalities in
consumer
decisions of
separated
services
Flirting with a
holiday
destination: a
study on the
process of
place bonding
with a focus
on emotions
and
experiences
The influence
of colour and
shape on
brand
identification
and meaning
Presenter: Mohammed Fakiha (RMIT) Reviewer: Professor Mark Uncles Professor Russel Belk
Presenter: Narjess Abroun (RMIT) Reviewer: Associate Professor Ekant Veer Associate Professor Karen Fernandez
Presenter: Rebecca Dare (UniMelb) Reviewer: Associate Professor Zeynep Arsel Associate Professor Helene Cherrier
Presenter: Karen Kao (Adelaide) Reviewer: Professor Jill Sweeney (UWA) Professor Urlike Gretzel (UQ)
Presenter: Shabnam Seyedmehdi (Otago) Reviewer: Dr Owen Wright (Griffith) Dr Dewi Tojib (Monash)
Presenter: Jinyoung Choi (U of Auckland) Reviewer: Professor Geoff Soutar (UWA) Associate Professor Liliana Bove (UniMelb)
1.15–2.15 pm
Lunch
2.15–3.45 pm
PhD Presentation 2
Room 2.16–2.18
Room 2.17 Room 2.19 Room 3.01 Room 3.03 Room 3.07
2.15–3.00 pm
Human brands
emotional
attachment: the
key personality
characteristics of
strong human
brands.
The role of
memory in
consumer
choice: does it
differ for goods
and services
brands?
The challenges
of positioning
a ‘broad
brand’: an
analysis of TV
broadcasting
brand
positioning in
the digital age
The role of
psychographic
variables on
green purchase
intentions for a
low
involvement
product
Study of
Chinese
‘consumption
face’
Integrating
green
consumption
dimension:
consumer
styles
inventory (CSI)
scale
refinement
and validation
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Presenter: Marcela Moraes (Murdoch) Reviewer: Dr Stanislav Stakhovych (Monash) Professor Ian Wilkinson (USyd)
Presenter: Rachel Fuller (Loughborough University) Reviewer: Professor Hamen Oppewal (Monash) Dr Cyntia Webster (Macquarie)
Presenter: Claudia Gonzales (UQ) Reviewer: Dr Lynda Andrews (QUT) Associate Professor Yelena Tsarenko (Monash)
Presenter: Aysen Coskun (Nevsehir Uni) Reviewer: Professor Geoff Soutar (UWA) Dr Lara Stocchi (Lboro)
Presenter: Raymond Xia (Otago) Reviewer: Dr Shelagh Ferguson (Otago) Dr Umar Burki (HBV)
Presenter: Fred Musika (Massey) Reviewer: Dr Juergen Gnoth (Otago) Dr Kaisa Lund (LNU)
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SATURDAY 29 NOVEMBER 2014 Graduate Centre
(S07)
3.00–3.45 pm
Consumers'
confidence in
competitive
positions:
antecedents
and effects on
segment
preferences
Evaluating the
impact of
sponsorships
on sponsors'
community
based brand
equity.
Impact of
service
recovery
methods to
Customer
loyalty: a
mediation of
service
recovery
satisfaction
(SATCOM)
Drivers
Mixing it up:
encouraging
Finnish
children to eat
fruit
Understanding
the relationships
among travel
motivation,
service quality,
perceived value,
customer
satisfaction and
behavioural
intentions in
ecotourism
Changing
littering
behaviour
among Saudi
Arabian
community A
social
marketing
approach.
Presenter: Anne-Maree O-Rourke (UTS) Reviewer: Dr Stanislav Stakhovych (Monash) Professor Ian Wilkinson (USyd)
Presenter: Lenny Vance (USC) Reviewer: Professor Hamen Oppewal (Monash) Dr Cyntia Webster (Macquarie)
Presenter: Yeah Shan Beh (UniAuckl) Reviewer: Dr Lynda Andrews (QUT) Associate Professor Yelena Tsarenko (Monash)
Presenter: Ville Lahtinen (Griffith) Reviewer: Professor Geoff Soutar (UWA) Dr Lara Stocchi (Lboro)
Presenter: Joowon Ban (CQU) Reviewer: Dr Shelagh Ferguson (Otago) Dr Umar Burki (HBV)
Presenter: Yara Almosa (Griffith) Reviewer: Dr Juergen Gnoth (Otago) Dr Kaisa Lund (LNU)
3.45–4.15 pm
Coffee break
4.15–5.15 pm
Workshop 3—Research: Dark Art or White Magic? Professor Rebekah Russell-Bennett; Professor Sharyn Rundle-Thiele (Griffith)
Room 2.16–2.18
5.15–5.30 pm
Wrap Up Professor Sharyn Rundle-Thiele (ANZMAC President)
Room 2.16–2.18
5.45–7.30 pm
Doctoral Colloquium Dinner The Shore Restaurant and Bar, Arbour View Cafes
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SUNDAY 30 NOVEMBER 2014 Graduate Centre
(S07)
8.30–9.00 am
Continental breakfast
9.00–10.00 am
Workshop 4—Finding Life, Leisure, and Pleasure in the PhD Treadmill Associate Professor Zeynep Arsel (Concordia University)
Room 2.16–2.18
10.00–11.00 am
Workshop 5—How to Publish from Your PhD and Create a Research Pipeline Professor Jill Sweeney (University of Western Australia) and Associate Professor Tracey Danaher (Monash University)
Room 2.16–2.18
11.00–11.30 am
Coffee break
11.30–1.00 am
PhD Presentation 3
Room 2.16–2.18 Room 2.17 Room 2.19 Room 3.01 Room 3.03
11.30 am–12.15 pm
The
conceptualisation
and measurement
of negative
engagement
Should Foreign
Brands Localise
Their Packaging? A
Comparison Of
Hedonic And
Utilitarian Products
Enabling
customer insights
through learning
based on real-
time customer
analytics
The influence of
consumer
motivations on
eWOM
contribution: Do
individualist and
collectivist cultural
characteristics
matter?
Healthy Eating in
the Australian
Defence Force: A
Social Marketing
Study
Presenter: Loic Li (UniAuckland) Reviewer: Professor Jenni Romaniuk (UniSA) Dr Jimmy Wong (Monash)
Presenter: Khan, Huda (UniSA Reviewer: Dr Liliana Bove (Uni Melb) Professor Geoff Soutar (UWA)
Presenter: Stefanie Kramer (Deakin) Reviewer: Associate Professor Tracey Danaher (Monash)
Presenter: Saranya Labsomboonsiri (QUT) Reviewer: Professor Aron O’Cass (UTas) Professor Peter Thirkell (VUW)
Presenter: Carins, Julia (Griffith) Reviewer: Dr Swetlana Bogomolova (UniSA) Dr Stephen Dann (ANU)
12.15–1.00 pm
Factors Impacting
Food Decision
Making Amongst
Consumers with
Special Dietary
Needs in the
Purchase of
Processed Packaged
Foods in
Supermarkets
The influence of
marketing
communications on
the evolution of
shopper behaviour
in both offline and
online retail
channels
The Antecedents
of Donor
Retention for Non
Profit
Organisations at
Tanzania
Education
Authority: An
Empirical Analysis
The Effects of
Social Setting and
Portion Size on
Food Consumption
Amount
On premise
alcohol
consumption: A
stakeholder
perspective in
social marketing
20 | ANZMAC 2014 Proceedings
Presenter: Elizabeth Andrews (USQ) Reviewer: Professor Jenni Romaniuk (UniSA) Dr Jimmy Wong (Monash)
Presenter: Jason Pallant (Monash) Reviewer: Dr Liliana Bove (Uni Melb) Professor Geoff Soutar (UWA)
Presenter: Michael Mawondo (Deakin) Reviewer: Associate Professor Tracey Danaher (Monash)
Presenter: Marcus Tan (Bond) Reviewer: Professor Aron O’Cass (UTas) Professor Peter Thirkell (VUW)
Presenter: Nuray Buyucek (Griffith) Reviewer: Dr Svetlana Bogomolova (UniSA) Dr Stephen Dann (ANU)
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SUNDAY 30 NOVEMBER 2014 Graduate Centre
(S07)
1.00–2.00 pm
Lunch
2.00–2.45 pm
PhD Presentation 4
Room 2.16–2.18 Room 2.19 Room 3.01 Room 3.03
2.00–2.45 pm
Can nudging principles
encourage behaviours
associated with obesity
prevention?
Sensory Perception,
Attitudes and Decisions:
Haptics and the Need
for Touch
How Valence and
Arousal Affect
Unplanned Buying
Behaviour
Market Participation
and Market Mobility
of Smallholder
Farmers in a
Developing Economy
Presenter: Amy Wilson (UniSA) Reviewer: Professor Janet Hoek Dr Nadia Zainuddin (UOW)
Presenter: David Harris (CQU) Reviewer: Professor Peter Danaher (Monash) Dr Stephen Dann (ANU)
Presenter: Abedniya Abed (Monash) Reviewer: Professor Andrew Parsons (AUT) Professor Jill Sweeney (UWA)
Presenter: Marcia Kwaramba (Monash) Reviewer: Professor Ian Wilkinson (USyd) Dr Junzhao Ma (Monash)
2.45–3.15 pm
Coffee break
3.15–4.30 pm
Workshop 6—Moving forward and Q&A Dr Zeynep Arsel (Concordia University) and Professor Geoff Soutar (UWA)
Room 2.16–2.18
4.30–4.45 pm
Closing Dr Denni Arli and Associate Professor Helene Cherrier
Room 2.16–2.18
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